What do you think of when you think of Bob Marley? Does his music first come to mind or possibly just reggae in general? Maybe the thoughts of Jamaica, rasta colors, or dreads, pop into your head? What about peace and positivity? Or do you first think of marijuana and the smoking of it? Do you picture the endless amount of products he is represented on? What about his constant popularity, especially with young stoners?
Recent research on Bob Marley has addressed issues of historical, political, and cultural interpretation, assuming that people today have lost sight of the truth. Whereas this assumption has generated important research, the emphasis on his virtual image today has meant that a few studies have considered the power of technology and the global market over cultural influence, an issue which will be explored in this article.
Bob Marley had gigantic global success following his death, which then placed him as a forefront in pop culture all over the world. At this time, the post-modern consumer culture, already powerful, continued to grow rapidly through the global market. Also during this time was the start of a new era in communications and media world-wide through new technological advancements and new connections forming between nations. As a result of these factors was the creation of a virtual image of Bob Marley. Some researchers suggest that this virtual image, over-time, purified and simplified his moral and political legacies, wiping him clean of all the controversial issues he had a stance on. The image was designed to be appealing while continuing to grow in popularity and sales. For example, Gilroy has written that “The balance between memory and creativity has been adjusted and, thus, the meaning of Marley starts to change as consumer culture loses control of his ghost.” In another example, Miers has written, “No matter how commercialized and commodified Marley’s image and likeness may be have become in the years since his death, the raw, living and breathing power of his actualized musical vision cannot be brushed beneath the rug.”
Today, this virtual image still remains. The significance of his popularity when he was alive has been somehow forgotten.
Marley’s music harnessed the universal power of language. He touched the lives of people through his lyrics that talked about many issues and ongoing struggles in the world at the time. Particularly, what was going on in Jamaica and racial conflict with black people. People could find hope and strength in his songs. He could take the voices of the poor and put them into words that the more fortunate could understand. It brought people together. It bridged the gap between underdeveloped and overdeveloped countries by creating a common culture.
Recent research on Bob Marley has addressed issues of historical, political, and cultural interpretation, assuming that people today have lost sight of the truth. Whereas this assumption has generated important research, the emphasis on his virtual image today has meant that a few studies have considered the power of technology and the global market over cultural influence, an issue which will be explored in this article.
Bob Marley had gigantic global success following his death, which then placed him as a forefront in pop culture all over the world. At this time, the post-modern consumer culture, already powerful, continued to grow rapidly through the global market. Also during this time was the start of a new era in communications and media world-wide through new technological advancements and new connections forming between nations. As a result of these factors was the creation of a virtual image of Bob Marley. Some researchers suggest that this virtual image, over-time, purified and simplified his moral and political legacies, wiping him clean of all the controversial issues he had a stance on. The image was designed to be appealing while continuing to grow in popularity and sales. For example, Gilroy has written that “The balance between memory and creativity has been adjusted and, thus, the meaning of Marley starts to change as consumer culture loses control of his ghost.” In another example, Miers has written, “No matter how commercialized and commodified Marley’s image and likeness may be have become in the years since his death, the raw, living and breathing power of his actualized musical vision cannot be brushed beneath the rug.”
Today, this virtual image still remains. The significance of his popularity when he was alive has been somehow forgotten.
Marley’s music harnessed the universal power of language. He touched the lives of people through his lyrics that talked about many issues and ongoing struggles in the world at the time. Particularly, what was going on in Jamaica and racial conflict with black people. People could find hope and strength in his songs. He could take the voices of the poor and put them into words that the more fortunate could understand. It brought people together. It bridged the gap between underdeveloped and overdeveloped countries by creating a common culture.